[스크랩] RFG’s Consumer Segment Overview

Submitted by The Raddon Report on Friday, April 8, 2011

 

Fee Driven (<45 Years of Age, < $50K Income)
This group of younger, low-earning households are transaction account-oriented and unprofitable unless explicit pricing (fee income) covers their transaction costs.  This typically is a high-volume market, and the financial services delivery must shift from brick and mortar to plastic card access/service delivery through ATMs.  On the loan side, a portion of this segment contributes to industry earnings through some credit card and auto loan use.

Credit Driven (18-34 Years of Age, $50K+ Income)
Demographically, this is a net borrowing market.  This segment’s income level qualifies them for a wide variety of credit products making them a key segment for mass-marketing lending.  Ninety-three percent of industry earnings from this segment is derived from credit product use.  Institutions must focus on the households with higher income levels and low debt ratios in order to maintain good credit standards with this segment.

Middle Market (35-54 Years of Age, $50-$124.9K Income)
The Middle Market is young to middle age with incomes ranging from $50,000 to $125,000.  At this stage, consumers have built up enough in household balances to offer the industry good profit potential from both savings and borrowing.  This makes them an attractive market to pursue from a relationship profit perspective.

Low Income Depositor (45+ Years of Age, <$50K Income)
The majority of households in this segment are headed by single females.  Almost 50% of the segment is either widowed (22%) or divorced (26%).  The segment does not provide the industry with significant deposit potential and their credit use is the lowest of the six segments

Middle Income Depositor (55+ Years, $50K-$124.9K Income)
This segment predominantly provides institutions deposit-related profit, as these households generally have passed beyond the borrowing and child rearing years.  Sixty-eight percent of this segment is married.  And the majority are retired.  This segment has the highest use of tax-deferred annuities of all the segments.

Upscale (35+ Years of Age, $125K+ Income)
The Upscale segment provides the highest level of profit potential to the financial services industry.  These consumers exhibit the greatest product usage and hold the highest balances in both deposit and loan accounts.  Typically, these consumers demonstrate high price sensitivity and spread their deposits among multiple financial institutions.

 

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